Greene King's 'Beer To Dine For' set for second course

The stage is set for beer to return to its "rightful place" on Britain's dining tables according to Greene King.

The Suffolk brewer has relaunched its Beer To Dine For with a new look bottle and a determination to get British diners having beer with their pub meals.

Rooney Anand, head of brewing at Greene King, said: "Following extensive research and trials we've designed new stylish, clear bottles, which are 750ml and 330ml, and have completely revamped the labelling.

"They spell out the purpose of promoting beer as a truly fine drink, every bit as creditable on the dinner table as a bottle of sauvignon.

"Pubs serve 3.5 million meals a day and we believe this will provide a real opportunity for pubs to promote beer as a great accompaniment to food.

"This will ultimately help them increase their sales of beer."

Greene King had launched its "To Dine For" campaign earlier this year when it created a one-off brew to highlight how well beer can complement food.

However, trials carried out in pubs and sales in Sainsbury's stores have proved so effective that Greene King decided a lot more could be done with the product.

• Greene King was a finalist at the annual Marketing Society awards earlier this month.

The brewer was one of two finalists in the "organisational change" category and was praised for the way in which its human resources department had refocused and re-energised its workforce.